DOCUMENT RESUME

ED 259 424 CS 504 996

TITLE Mass Communication: Abstracts of DoctoralDissertations Published in "Dissertation AbstractsInternational," January through Juna 1985 (Vol. 45Nos. 7 through 12).

INSTITUTION ERIC Clearinghouse on Reading and CommunicatiSkills, Urbana, Ill.

PUB DATE 85

NOTE 20p.; Pages may be marginally legible.PUB TYPE Reference Materials Bibliographies (131)

EDRS PRICEDESCRIPTORS

ABSTRACT

MF01/PC01 Plus Postage.*Advertising; Annotated Bibliographies; DevelopingNations; *Doctoral Dissertations; Films; ForeignCountries; Higher. Education; *Mass Media; *MediaResearch; *News Media; Newspapers; *News teporting;Periodicals; Politics;: Programing (Broadcast); Radio;Religion; Telecommunications; Television; TelevisionCommercials; *Television Viewing

This collection of abstracts is part of a continuingseries providing information on recent doctoral dissertations. The 45titles deal with a variety of topic-;, including the following: (1)gender portrayal in magazine advertising; (2) the role of specialinterest groups in agenda-setting; (3) the relationship betweensensation-seeking and horror movie interest and attendance; (4)

educational radio and rural development; (5) popular religion and theimperatives of television: a study of the electric church; achildren's perceptions of television commercials; (7) mass media andpolitical socialization of immigrants; (8) the impact of advertising

on the less developed countries; (9) the early radio years of CarlMcIntire; (10) a study of factors related to the use of motionpicture films by public school teachers; (11) cable television andthe f'rst amendment; (12) a critical approach to star discourse andtelevision; (13) mass media and development in Sudan; (14) mediaeffects and the formation of political commitments; (15) patterns ofmass media exposure among adnits, high school juniors, and seventhgi.eders; and (16) a search for values in the magazines of the

car-culture. (EL)

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Mass Communication:

Abstracts of Doctoral Dissertations Published in DissertationAbstracts International, January through June 1985 (Vol. 45Nos. 7 through 12).

Compiled by the Staffof the

ERIC Clearinghouse on Reading and Communication Skills

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The dissertation titles contained here are published withpermission of the University Microfilms International, publishersof Dissertation Abstracts International (copyright g 1985 byUniversity Microfilms International) and may not be reproducedwithout their prior permission.

This bibliography has been compiled as part of a continuing seriesdesigned to make information on relevant dissertations available tousers of the ERIC system. Monthly issues of Dissertation AbstractsInternational are reviewed in order to compile abstracts of.dissertations on related topics, which thus become accessible insearches of the ERIC data base. Ordering information for dissertationsthemselves is included at the end of the bibliography.

Abstracts of the following dissertations are included in thiscollection:

Akagha, Kevin ChukwuemekaA NEW WORLD INFORMATION ANDCOMMUNICATION ORDER: ANIGERIAN RESPONSE

Al-Dakheel, Fawaz MohammedTHE POTENTIAL OF VIDEOTEXIN THE KINGDOM OF SAUDIARABIA: A DESCRIPTIVE STUDY

Al-Usmani.,,AbdulrazakAN ANALYTICAL. COMPARATIVESTUDY OF TELEVISION SYSTEMSAND DECISION-MAKING TROCESSESIN FOUR ARABIAN GULF STATES(SAUDI ARABIA, KUWAIT,BAHRAIN AND QATAR)

Barnes, Judith A.GENDER PORTRAYAL IN MAGAZINEADVERTISING

Bast, Elaine M.MEDIA EFFECTS AND THE FOR-MATION OF POLITICAL COM-MITMENTS

Blaisdell, Kenneth CharlesKEEPERS OF THE FLAME: ASEARCH FOR VALUES IN THEMAGAZINES OF THE CAR-CULTURE

Cooper, Anne MesserlyTHIRD WORLD NEWS ON NETWORKTELEVISION: AN INCLUSION/EXCLUSION STUDY OF VIOLENCE

Corlett, William CleveCENTRAL OR PERIPHERAL ROUTESTO ATTITUDE CHANGE: THEROLE OF REPETITION IN TELE-VISION COMMERCIAL WEAROUT

Durham, Dona AnitaEMOTIONALLY DISTURBED ANDNON-EMOTIONALLY DISTURBEDCHILDREN'S PERCEPTIONS OFPROSOCIAL TELEVISED MESSAGES

Edwards, Emily D.THE RELATIONSHIP BETWEENSENSATION-SEEKING AND HORROR.MOVIE INTEREST AND ATTENDANCE

Ema,Ema Adama Joshua UdoEDUCATIONAL RADIO AND" RURALDEVELOPMENT

Farnsworth, Kent AllenPRISONERS, REPORTERS AND THEMEDIA: THE ROLE OP SPECIALINTEREST GROUPS IN AGENDA-SETTING

Fields, Echo EllenPREACHERS, PRESS, ANDPOLITICS: THE MEDIACAREER OF A CONSERVATIVESOCIAL MOVEMENT

Frankl, Razel.lePOPULAR RELIGION AND THESTUDY OF THE ELECTRICCHURCH

Goldman, IrvinCOMMUNICATION AND CULTURE:A Q-METHODOLOGICAL STUDYOF PSYCHO-SOCIAL MEANINGSFROM PHOTOGRAPHS IN TIMEMAGAZINE

Holaday, Duncan AlanMAKING MEDIA FIT: SHORT-TERM ADJUSTMENT TO A NEWCOMMUNICATIONS TECHNOLOGYIN A WEST JAVANESE VILLAGE

Hoskins, William DaleBROADCAST ADVERTISING SALESEDUCATION: A COMPARISON OFPERSPECTIVES OF BROADCASTMANAGERS AND BROADCAST EDUCA-TORS IN THE SOUTH-CENTRALREGION OF THE UNITED STATES

Kunkel, Dale LymanCHILDREN'S UNDERSTANDING OFTELEVISION ADVERTISING: THEIMPACT OF HOST-SELLING

Lee, DongshinMASS MEDIA AND POLITICALSOCIALIZATION OF IMMIGRANTS

Loetterle, Bridget CatherineAGELESS PROSE: A STUDY OF THEMEDIA PROJECTED IMAGES OF AGINGAS REFLECTED IN CONTENT ANALYSISOF MAGAZINES FOR OLDER PERSONS

Long, Jill LynetteAN EXPLORATORY STUDY OFPRE-SCHOOL AND ELEMENTARYSCHOOL CHILDREN'S PERCEP-TIONS OF TELEVISION COM-MERCIALS

Lynch, James MichaelAN INVESTIGATION CF THEINTERRELATIONSHIPS BETWEENPRODUCT INVOLVEMENT, AD-VERTISEMENT CONTENT ANDINFORMATION PROCESSING STYLES

Martinez, Larry FrankTHE GLOBAL POLITICS OF COM-MUNICATIONS SATELLITES:ACCESS TO THE GEOSTATIONARYORBIT AND RADIO SPECTRUMRESOURCES

Meziou, FekriTHE IMPACT OF ADVERTISING ONTHE LESS DEVELOPED COUNTRIES:SOME EMPIRICAL EVIDENCE

Mulholland, Robert JosephCARL MCINTIRE: THE EARLYRADIO YEARS (1932 TO 1955)

Nerden, Joseph TaftA STUDY OF FACTORS RELATEDTO THE USE OF MOTION PICTUREFILMS BY PUBLIC SCHOOLTEACHERS

Niemeyer, Daniel CharlesA STATUS STUDY SURVEY OFPOSTSECONDARY CONSORTIA INTHE UNITED STATES IN 1982,INVOLVED IN THE OFF-CAMPUSDISTRIBUTION OF EDUCATIONALMATERIAL VIA TELEVISION

Novak, Glenn DavidVERBAL FEEDBACK AND THEACQUISITION OF INFORMATIONFROM INSTRUCTIONAL FILMS

Obotette, Bassey E.MASS COMMUNICATION FOR NATIONALDEVELOPMENT IN NIGERIA: ANALYSISOF CONTENT AND STRUCTURE

Palmerton, Patricia RubyTERRORISM AND THE MEDIA: ARHETORICAL CRITICAL ANALYSISOF THE "CRISIS IN IRAN"

Parsons, Patrick RobertCABLE TELEVISION AND THE FIRSTAMENDMENT

Pitta, Dennis AnthonyAN EXPERIMENTAL INVESTIGATIONOF THE RELATIONSHIP OF SOMEMESSAGE AND RECEIVER CHARACTER-ISTICS ON COMMUNICATION SUCCESS

Reeves, Jimmie LynnSTAR DISCOURSE AND TELEVISION:A CRITICAL APPROACH

Saddler, Valerie StephanieA CONTENT ANALYSIS OF EBONY'SAND LIFE'S 1955-1965 REPORTINGON BLACK CIVIL RIGHTS MOVEMENTISSUES

Sid Ahmed, Abu Bakr AwadMASS MEDIA AND DEVELOPMENT INSUDAN

Steele, Allen RichardA MODEL FOR DEVELOPMENT OF ATELECOMMUNICATIONS SATELLITENETWORK FOR ADMINISTRATIVEEDUCATIONAL AND OTHER PUR-POSES IN A PR.;17AT:;1 ORGAN-IZATION

6

Scokes, Laura ChristinaANALYSIS OF INCIDENTALLEARNING VIA TELEVISION ANDTHE RELATIONSHIP BETWEENRETENTION AND INDIVIDUALCHARACTERISTICS OF AGINGADULTS

Streeter, Sandra Kay WietersROLE STRAIN, ANOMIA, ANDTELEVISION VIEWING: APRELIMINARY INVESTIGATION

Suberi-Valez, Federico AntonioHISPANICS, THE MASS MEDIA,AND POLTICS: ASSIMILATIONVS. PLURALISM

Sy, Demba Jacques HabibCAPITALIST MODES COMMUNI-CATIONS, TELECOMMUNICATIONSUNDERDEVELOPMENT AND SELF-RELIANCE: AN INTERDISCIP-LINARY APPROACH TO TELECOM-MUNICATIONS HISTORY' ANDSATELLITE PLANNING ON APAN-AFRICAN SCALE

Tankel, Jonathan DavidTHE ITV THRILLER: THEINTERACTION OF MEDIA SYSTEMSAND POPULAR CULTURE

Walker, James RobertPATTERNS OF MASS MEDIA EX-POSURE AMONG ADULT;;, HIGHSCHOOL JUNIORS, AND SEVENTHGRADERS

Welch, BarbaraBEING-IN-THE-BODY: AREFLECTION UPON AMERICAN

SELF-MEDICATION DRUGADVERTISING

Woodman, KieranHISTORY AND ANALYSIS OF MEDIACONTROL IN IRELAND 1923 - 1983

Zaccardi, Denise MarieLIBERATORY EDUCATION IN TVPRODUCATION FOR INNER CITYYOUNG ADULTS

A NEW WORLD INFORMATION AND COMMUNICATIONORDER: A NIGERIAN RESPONSE Order No. DA8503048"KAGMA, KEVIN DHUK WUEME KA. PH D. University of Minnesota, 1984.342pp. Major Adviser: Rcbert Lindsay

With the rise of nationalism in the newly indepe, dent states ofAfrica, Asia, and Latin America, a parallel concern 'or control of theireconomies, communications and cultures was established. Thisconcern manifested itself in many ways, but crystallized on two majorconsiderations: the call by these post-colonial states for a new worldinformation order and a new economic order to replace the old ordersgrossly skewed in favor of the industrializA nations.

This study was concerned with the call for a new world informationand communication order and Nigeria's response to It.

The News Agency of Nigeria (NAN) is Nigeria's single mostimportant response to the call for a new order of information andcommunication.

Using an integrated technique of data collectionquestionnsiresurvey, face-to-face unstructured interviews, participant observationand library snurcesthe study examined the origin, structure,operations, hnd the sociupolitical role of the agency as well as thesocial characteristics of its journalists, the relationship between theagency and the world agencies and the problems affecting its currentand potential effectiveness in balancing global news flow andintegrating the African news media.

Because the study contemplated primarily the main demographicand social characteristics of NAN journalists, no assumptions weremade and no hypotheses were tested.

The profile that emerges from the study is of a press corps orprofessionally oriented journalists who are well-paid, relatively young

and well-educated but inexperienced. The majority are male andmarried and are native to the rural areas of the Nigerian state. Whilethey entered the news media through different routes, the majority didso through university training in journalism. Yet the majority feels thata university degree in journalism or in another discipline isunnecessary Tor journalism work. There is disproportionaterepresentation along geographic and ethnic lines, with mostrespondents coming from the southern states.

Although the results may not be representative in a statisticalsense (92 out of 166 journalists completed and returned theirquestionnaire), they are Important as substantive data concerning anaspect of communications development about which little is known.

THE POTENTIAL OF VIDEOTE1 IN THE KINGDOM OF SAUDIARABIA: A DESCRIPTIVE STUDY Order No. DA8504143AL-DAKHEEL, FAVIAZ MOHAMMED, Prin. Wayne State University, 1964.390pp. Adviser: Or. J. Daniel Logan

This study is a descriptive analysis of the nature and technology ofvideotex, providing background information on its worldwidedevelopment and applications, but focussing primarily upon thepotential applications of videotex systems in Saudi Arabia.

As a background to the problem, Saudi Arabia's past and currenteconomic development plans are examined, as well as relevant socio-cultural aspects of the Kingdom. Sociocultural and economic facetsof the country are examined in order to determine their compatibilitywith existing or modified videotex systems. The nature andtechnology of videotex are examined in detail in order to establishtheir compatibility with the existing telecommunication andinformation technologies in Saudi Arabia. The worldwidedevelopment of videotex systems is examined to ascertain which ofthe videotex standard:, and technologies will be most suitable in I lecase of Saudi Arabia.

The research entails a mail questionnaire which is analyzed toyield the existing level of videotex application in the Kingdom, as wellas the respondents' judgments about what applications would bemost suitable for Saudi Arabia. This research proposes cooperativepublicprivate sectors investment in the development of videotex: thecurrent proposal adapts and modified r model proposed for the Stateof South Carolina by Garry Powers, a research analyat at theUniversity of South Carolina. A cooperative publicprivate sectorsSaudis Arabian Information Resour -e Network Authority (SAIRNA) isproposed as the vehicle of introducing and promoting a nationalvideotex system The functions of the Information Authority willinclude the development of a wellorganized, large database as wellas videotex systems Recommendations are also made regardingouch issues as the adoption of the Telidon standard in Saudi Arabiaand the establishment of consistent terminology for use in thetechnology of videotex.

AN ANALYTIC/A. COMPARATIVE STUDY OF TELEVISIONSYSTEMS AND DECISIONMAKING PROCESSES IN FOURARABIAN GULF STATES (SAUDI ARABIA, KUWAIT,BAHRAIN AND QATAR) Order No. D A8 428882

ALUSMANI, AnDULRAZAK S., PHD The University of Wisconsin -Madison, 1984 282pp. Supervisor: Professor Richard G. Lawson

There has been a tendency in the United States to label mediasystems of the world according to abstract categories like "western,""communist," "authoritarian," etc. Such labeling has given theimpression that few important differences exist among countriesclassified under the same categories. Several communicationresearchers have even suggested that television, especially indeveloping nations, functions similarly, ignoring diversifies that mayexist among the nations such as differences of political, social, andreligious structures. This study examines four Gulf Arabian statesusually considered to be homogenous, sharing nearly sknilar culturalcharacteristics Substantial and formative differences *I the TVsystems' structure, political philosophies, and decision-makingprocesses within Saudi Arabia, Kuwait, Qatar, and Bahrain werediscovered.

Since the study asks how the TV systems in the four states arestructured and decisions are made, direct observation was the bestpossible research method. The writer observed and discussed issueswith key personnel within each system.

The study shows that certain differences indeed do exist in thestructuring of the four systems, even though state governments ownall four. That is, each possesses a different model of operation,especially with issues related to centralization and decentralization ofauthority. Officials in each system perceive television differently, andhence they have different philosophies about how TV can best beused. The study's findings thus do not support the claim thattelevision in developing nations follows similar patterns. Rather, theirdifferent social, religious, and political philosophies result in differentstandards of censorship and processes of program acquistion andproduction, which can in turn negatively affect program exchangeand cooperation found between Gultvision and other similar Gulorganizations.

GENOE'M PORTRAYAL IN MAGAZINE ADVERTISINGOrder No. D A84215041

&MEL JUDire A.. N.D. Rensselaer Polytechnic institute, 1964.217pp.

An analysis of the gender portrayals in magazine ads in 1953, 197and 1983 shows that over the thirty years, the portrayals have becomeless stereotypically masculine and feminine, but that over the short-term from 1979 to 1983, they have started to become more traditional,4 only slightly.

The methodology combines Kenneth Burke's tenets of rhetoricalcriticism with content analysts methods. Burke's cluster analysis leused to index the elements to be analyzed; his structural analysis tochart changes in them; and his agon analysis to identify overt'masculine and feminine portrayals.

Facial expressions, places and products are analyzed in ads in fluedifferent types of magazinesmen's, women's, home. business andnewsfor the three test years in order to show changes in portraysisboth over time and across markets. Full page ads only are examined.The January, May and September issues were chosen to adjust forseasonal advertising changes.

The data provide information on the gender composition of ads asweal as gender-related patterns in gaze direction and focus. facialexpressions and place and product associations. Results vary byelement and magazine category but, in general, support the thesis. AdComposition: Men predominate in ads, but less so in 19/9 than in1953 or 1983. Ads showing men and women together and as equalspeak in 1979 but then drop off. Expressions: Women predominantlylook up and smile in th 1953 ads, have more varied expressions in1979 and return somewhat to earlier patterns in 1983. Men's pattern'are consistently mo r? diverse. Focus patterns do not support thethesis. Place: Home remains more a woman's place and the officemore a man's, but in 1979, there is a sharing of both places by menand women, Products: Domestic and personal care items still remainmore feminine and cars, electronics and financial goods moremasculine. However, there has been a general increase in gender.neutral, no- figuro ads for these products,.

MEDIA EFFECTS AND THE FORMATION OF POLITICALCOMMITMENTS Order No DA8 4 28369BAST I. aiNt M Pir ti B.,wlrng Green University, 1984 201 pp.

this study ex ami,.#41 ult. kilfects of media on theformation of political commitments dursig the presidential campaignof 1972 Political commitment was corceptualizsd to include multipleaspects of political activities and attitudes The media vai rabies wereseparated initially into candidate controlled and non-candidatecontrolled souices, as wet! as into the media channels o'. television,radio, print, and interpersonal communication Theseconceptualization.s were oriented toward refining both the politicalcommitment variables and the media influence variable.., that are ofconcern in mass communication research.

The data for this study were based on the survey conducted inSyracuse. New York by Patterson and McClure. Factor analysis ofrelevant data from the Patterson and McClure study provided thebasis for operationalizing the political commitment and mediavariables The political commitment variables included politicalattachment. politica! estrangement, care who wins, political interest,strength of party indentilication. expect to vote, and candidatepreference.

The results indicated that the overall effects of media on theformation on political commitments were minimal in comparison tothe effects of socioeconomic status and social backgroundcharacteristics The degree of involvemer,t in various forms of media'was less influential in shaping political commitments than was theperceived influence of media. Several background variables, such asage cohort. marital status, religion, education, and classindentification, were significantly related to the formation of politicalcommitments, suggesting that the prevailing life seines and eleoiogiesmay play a more influential role in residential campaigns than thedirect effects of media involvements.

KEEPERS OF THE FLAME' A SEARCH FON VALUES IN THEMAGAZINES OF THE Cikg-CULTURE Order No, 0A8426507BLAISDELL, KENNETH CHARLES, PH.D. Rensselaer Polytechnic Institute,1984. 189pp.

.ay product of a technological society has had a more complete'suss" Cr, us.. oture than the automobile of 20th century America.Accordingly, much has teen written about the automobile's role inAmerican life Cynthia Dettelbach, in her book In the Driver's Seat(1978), identifies four "dream" categorieseyoula freedom, success,and pcssessionvalues that are bound p with our collectiveimagination, and "carried" by the automobile.

The end of World War II saw the beginning of the halcyon days ofthe automobile in America. and the renewal of tne passionate loveaffair of the American with his car. At the same time European sportscars were imported in increasing numbers. Reflecting tne growinginterest in enthusiasts' cars and racing, Road and Track magazinewas established in 1948, modeled after British motoring journals. ItHas soon followed by Sports Car Graphic and Sports Cars Illustrated(wissh became in 1980. Car and Driver).

A content analysis of selected issues of the four magazines fromthe early 1950's through the 1970's revealed that youth. freedom,success, and possession, along with two other pervasive themes, sexand power. are indeed to be found in the enthusiaata' carutture. AsKeepers of the Flame, the e.nthuslastwriters vigorously promoted theautomobile within the context of the larger American culture andguided their readers to value the behaviors and beliefs held by the*sitars to be "correct."

The magazinrn' view of youth is, for the most part, nostalgic.Possession is classic cars, exotic cars, and desiring the unattainab'Success for the editors was inextricably tied to possession. Freedommeant, in the early days of the magazines, speed and racing; in the!est decade, a frontier individualism that guarded freedom from anyexternal threats to the enthusiasts' car culture Sex is discussed withan outdated mixture of shyness and bravado Women are surrogateautomobiles and beings to be feared as they nave the power to denyl'eedorn The magazines admire and desire power and control overother men and women and over the automobile.

he editors use the magazine as a platform from which to preach.ir American idealism. perhaps outmoded, but strongly believed

THIRD WORLD NEWS ON NETWORK TELEVISION: ANINCLUSION/EXCLUSION STUDY OF VIOLENCE

Order No. o,A84254eoc..00pER, ANNE MESSEPt.x. PH D the, Uoicersity of North Carolina atCPsoef Hill, 194 194Pla Supervisor: Robert L Steve aeon

Probably no single topic in the New World Information Orderdebate has generated as much interest as that of negative coveragef :he Third World. Numerous studies have shown that violence doesindeed dominate coverage by United States media. But does"dominance" mean that violence determines coverage?

This study looked at the evening news on ABC, CBS, and NBCbecause of television's importance, as America's national newsmedium, in reporting foreign affairs. After a content analysis attelevision news for the year 1978 was done, the results werecornp*red with newsworthy events in the Conflict and Peace DateBank to see which ones were included and which excluded; this bankcompiles and scales events in seven categories from neutral toconflictive. Discriminant analysis was used to test the hypothesis that,for 100 Tnird World countries, the more violent an event, the morelikely it is to be covered on network television news.

Results showed that violence had at best a barely perceptiblerelation to inclusion/exclusion of events. Correlations between scaledviolence and coverage on television were' entire Third Word-052;Middle East, 01, Africa, .114; Asia. .004, and Latin America-06. Thehypothesis was riot supported.

'the inclusion/exclusion method also revealed that 21 countriesgot 84.1 percent of coverage. Despite their involvement innewsworthy domestic and international events, 79 Third Worldcountries were virtually absent from television screens, receiving from0 to lets than 1 percent of Third World coverage. Egypt received netonly the most coverage (12.3 percent of the total); it also had thahighest selection rate, with 66.9 percent of its events included onleievtsioncompared to 27 percent for the Third World as a who".

Thus television creates two kinds of distortion: "over"-coverage ofafew countries, such as Egypt, and virtual omission of a great manycountries, such as all those in South America. Television seems ableto cover only a few continuing stories rhis study proposes that threeinvolving the Third World are: the survival of Israel, the threat ofcommunism/socialism, and violence in sub-Saharan Africa. Countrieethat do not fit into these three stories receive little or no televisioncoverage. This study concludes with suggestions for using theInclusion/exclusion method as a means of improving networtcoverage of the 79 neglected countries.

CENTRAL OR PERIPHERAL ROUTES TO ATTITUDE CHANGE.:THE ROLE OF REPETITION IN TELEVISION COMMERCIALWEA ROUT Order No, DA8422547CceLETY, WILLIA44 Cave, PH.D The University of Iowa, 1984. 172m.Supervisors: Assistant Professor Paul J Traudt, Associate Profuse;

T. Cacioppo

"net study used Petty and Cacioppo's Elaboration Likelihoodal (1981) to examine the effects of message repetition and speed

of presentation on attitudes toward television sonimercials, Drsexperiment was designed to evaluate three hypotheses. (1) °Ken therecommendation is personally relevant; moderate levels-:.ommercial repetition increases central route processing, resulting inin increase in attitude change for strong argument commercials anda 4:odiousness effect on attitudes for weak argument commercials.(2) Extend inc, the period prior to central route processing, through anincress,e in presentation erased, will delay the effects of messagerepetition and commercial wearout. (3) Il television commercials arePredominately processed through a peripheral route to attitudechange, at least with the first few exposures. the initial attitudinal levelof a quickened television commercial will be higher than the samecommercial presented at a slower pace.

Under conditions of high involvement. undergraduates viewedtelevision commercials in which argument quality and speed ofpresentation were manipulated. For these purposes, four televisioncommercials were produced and incorporated Into a two by two bytour factorial design. two for presentation rate (regular or quickened);two for argument type (strong ce weak). and four for exposurefrequency (one, three, five, or 13 .ven) Following exposure to thecorn + /her cial(s), subtects evaluated the product and commercials onvarious cognitive response, attitudinal, boredom, trustworthiness. andrecall measures

Result* revealed that attitudes, towed the advertised product werenot affected by speed of seettentation. The qoickened commercialsnether increased initial attitudes (hypotheses S 3), nor delayed theirsubsequent decline (hypothesis *2), indicating that the increasedpresentation speed did not disrupt viewer processing of these simplecommercial messages Results for the first hypothesis indicatedcentral route processing of the commercial messages. There was &soan indication that message repetition (rather than speed ofpresentation), was the key to message Processing ability, prod ucino aspeciousness effect for weak argument commercials. tt also appearedtest cognitne imports** were riciessingly directed toward thecommercial MO (rather than the advertised product) withrepelitio i.

EMOTIONALLY DISTURBED AND NON-EMOTIONALLYDISTURBED CHILDREN'S PERCEPTIONS OF PROSOC1ALTELEVISED MESSAGES Order Nn. DA8421892Ds/make DONA AwtTA, PH.D. The University of Texas at Austin, 1084.32400. Supervising Professors: James E. Gilliam, Timothy P. Meyer

During the 1970s, adherence to the social learning theory view of"tatervision's effect" on children shifted to concern about agerelatedmangos in children's ability to process teievision information (ReevesP. 'emcee, 1982: Wartetta, 1900). In much ol the children andtcaovision ; *march, researchers using a cogniDve developmental

Perspective have chosen Piegetieri logical operator's as the meansToo unoerstanding children's ability to comprehend what they see onTV (Faber, Pertoff, 1 Hawkins, 1982). But, as variables, age andPiagetian cognitive developmental stages may not add as muchinsight into children's perceptions of what they see on television as avariable concerned with social cognition might (Faber et al., 1962).Role taking, or the ability to put oneself mentally in place of another,has been suggested conceptually (Faber, Brown,, McLeod, 1979;Wartelta, 1980) and methodologically (Faber at al., 1982) as adevelopmental concept directly related to children's comprehensionof televised material. In addition to investigating the importance ofrote taking in the comprehension of prosocial televised messages,this study focused on: the perceptions emotionally disturbed childrendevelop from prosocial content, how these perceptions may differfrom those of non-emotionally disturbed children, and differences inperceptions within the population of emotionally disturbed children.

Data for the study were collected from 30 children labeledemotionally disturbed and 30 nonernotionalty disturbed childrenranging in age from 6 years 10 months to 13 years. A story from theSelman Byrnes role taking measure and five questions were read lieach child. Following the story, each child was asked to watch avideotaped segment from the Mork and Mindy television series andthen to respond to questions about the program. This informationplus demographic data for each child and the Walker ProblemBehavior Identiticat!on Checklist for the emotionally disturbed groupformed the basis for the major analyses of the study.

The canonical correlation analyses yielded strong supportingevidence for role taking as an in- ':Cater of comprehension for the non-disturoed group However, role taking did not appear to be as strong apredictor for the emotionally disturbed group. Results of thedricriminant analyses revealed that the disturbed group and the non-disturbed group responded differently to the comprehensionmeasure. Children labeled emi aionally disturbed generally performedat a lower level than did their won-disturbed peers. Distinctcomprehension differences between groups of emotionally disturbedCfr;eivell were statistically supported.

THE RELATIONSHIP BETWEEN SENSATION- SEEKING ANDHORROR MOVIE INTEREST AND ATTENDANCE

Order No. DA9421377EuwArios.Emar D . 0HT The University of Tennessee, 1984. 134pgMajor Professor. Jack b Haskins

More than any other movie genre, horror movies have contentwelch is noticeably pessimistic, tension-aroueng. fearenducing,roreatening end unpleasant Yet. the genre has historically been animpertant part of the film industry and has consistently beastedLOrnmerciel success The pu:pose cf ths study was to discover cuehehind audience support of this type of film The eensetion.seekingtheory of Marvin Zuckermee was applied as an explanation for

audience interest in horror movies, A sample of Knoxville, Tennesseeadults were surveyed in a mail questionnaire, which includedmeasures of horror movie interest, measures of movie-going habitat.measures of attitudes toward occult subjects, and Zuckerman's(1979) measure of the Sensation. seeking trait. Findings show thatsubjects who had a high interest in watching horror movies alsoscored higher on the sensation-seeking scale. In addition. subjectswho indicated a greater preoccupation with thoughts about mortality,a greater belief in spirits and aliens, and were less religiouslyorthodox also tender'' to be more interested in watching horrormovies. Preoccupe with death, belief in spirits, and belief in alienswere also found to I., . positively correlated with Sensationseeking.

EDUCATIONAL RADIO AND RURAL DEVELOPMENTOrder No. 0A8502304

EMA, EMA ADAM JOSAUA UDO, PH.D. 1 he University of Michigan, 1984.258pp. Chairman: Frank E. Beaver

This study is based on the assumption that media, particularlyradio, can contribute immensely to rural development even in areaswith rough terrains and isolated communities. The Farm Forum isperhaps the most common type of educational broadcasting indeveloping countries, and is often actively oriented towards nationalgoals of development. The use of communication technologies aimedat providing the rural communities with techniques of crop productionand management are of major consideration in this study.

Inadequate definition of "Rural Development" had been a majorsetback to several rural projects in developing countries. Some haysdefined it as the establishment of industries, more governmentagencies, mass education, deurbanization and/or decentralization ofnational projects, The geography, economy and traditions of any rune.corn' amity are vital to the success of any development project. butthese factors are often left out of the definition.Pressures from social clarses, political and religious groups haveulted in the setting-up of inappropriate priorities, unworkable goalsio id objectives, corruption and politeal and economic instabilities.

Such conditions are viey unfavorable to development projects, asexemplified in this study of UNESCO experiments in Senegal,'Tanzania and Ghana.

loadequate facilities, limited funds, inefficient staff and poorcommunications systems are major oetbacks in any developmentprogram. Immense cultural differences and mass illiteracy arehinderances to faster-paced development. Over the years, experiencehats shown the need for a strong field organization and constantcontact between the radio instructors and the forums. Occasionalvie?* workshops and inter-forum or community projects can providechannels for the contacts. Communities must assume majorresponsibilities for organizing the forums. The program formats couldvary, but depend on the level of literacy or general awareness of thetarget audience, as well as the program contents.

This study is intended as a case study. It is hoped that throughreading these pages, one can extract usable ideas from theexperiences of the Senegalese, Tanzanian and Ghanaianexperiments, and adapt them to similar situatione

PRISONERS, REPORTERS AND THE MEDIA: THE ROLE OFSPECIA'. INTEREST GROUPS IN AGENDA - SETTING

Order No. DA8426243FAaNSWORTH, KENT ALLEN, PH.D. The University of Iowa, 1984. 2t3800.Supervisor: Professor Don D. Smith

The mass comelunication theory commonly referred to as agenda-setting postulates that the general public learn from the mass mediawhich public issues to consider important. Agendasettine scholarshave generally examitiecl this poposition by measuring the amountand type of attent on even particular issues by the media, followed byassessments oi the salience these issues hold in the public mind.This study hypothesizes that a portion of the news agendaoriginatee with specel interest groups who have become skilled atpresenting their c.;:iuSeS to reporters and editors in such a manner LSto attract :necl a attention. these groin); presume that they caninfiuenee both an "issues agenda" (the issues presented by theeredia) end an "aitieeies agenda (the altitudes reflected in thatcoverage) by proporfy presenting their cases to reporters. The studyby ethosizes, however. that these groups are able to influence theues aeenda, but fAil to influence any attitudes agenda which mighteuteear.

Using maximum security prison inmates at tee Iowa StatePanitentiary as the special interest group, the study assesses theattitudes of this group on penal issues, on prison life and on mediacoverage of the prison. Using coorientation techniques, it thencompares these attitudi to those held by Iowa reporters, editors andnews directors on the :sine issues to issues similarity/dis;;ImilarityIowa news content is examined to de 'rmine how much attentionprison issues receive and what attituc.: are reflected in prison news.

The study finds that althoi.igh the ditudes of inn 3tes andreporters are similar on certain human rights issues, they aredissimilar on prison coneitions issues Consistent with the hypothesis,the content analysis reveals that inmates succeed in establishing an"issues" ri-Jenda with the media in that prison issues do receivesignificant coverage, but fail to establish an "attitudes" agenda that isreflected in the content. Instead, the attitudes found in prison newsclosely parallel those held by the reporters who produce the flees.

PREACHERS, PRESS, AND POLITICS: THE MEDIA CAREEROF A CONSERVATIVE SOCIAL MOVEMENT

Order No. DA8422840FilLOS, ECHO ELLEN. PH.O. University of Oregon, 1984. 411pp.Adviser. Donald R. Van Houten

This disseratation examines how three New Christian Rightorganizations were portrayed in major national news media fromJune, 1979 through September, 1981. A qualitative content analysiswas used to deviiiop a set of descriptive categories of coverage in theNew York Times, the Washington IPW, Time, Newsweek, U.S. Newsand World Report, CBS. ABC. and NBC. These categories indicatehow the movement was both legitimated and delegitimated in thatCOVerace. Comparisons between media type and over time show howthemes in New Christian Right coverage developed. Research on)0urnalists' work routines and on news organizations is combinedwith theories of mass media's relationship to social structure tosuggest explanations for the thematic patterns in the coverage.

The movement's leaders and followers were usually deligitimaledaitile the over all political effectiveness of :hex groups often wasportrayed as substantial. Theory-based explanations for this paradoxwe presented. A functionalist, integrative explanation suggests thatthe content of the New Christian Right's program violate political andreligious norms while the techniques of the movement wereconsistent with pluralistic politics. A critical, power explanationcontends that "pluralism- is a disguise for a "depoliticized" politicalrealm. The New Christian Right had attempted to "repoliticizemorality" thus threatening that realm. The movement was depicted asaffective on tecnnical grounds, but not generally liogitimate inpolitic' culture characterized by the hegemony of non-substantivepolitical discourse.

POPULAR RELIGION AND THE IMPERATIVES OFTELEVISION: A STUDY OF THE ELECTRIC CHURCH

Order No. DA85031591FRANKL, RA ZELLE, PH.D Bryn Mawr College, 1984. 309pp.

Religious broadcasting by evangelical fundamentalistorganizations is not a new phenomenon. What Es new, many criticsargue, is the size of the commercial investment and the direct politicalmobilization undertaken by certain prominent members of the so-called "electric church."

To date, scholars have examined several related aspects of theelectric church, such as the conflict between Americanevangelicalism and modernity and the relationship between religiousbeliefs and political behaviors. There has been no discussion to dateregarding an appropriate frame of reference and sociologicalclassification of this phenomenon. Therefore, I discuss and analyzethe concept of the electric church as a new social institution, in orderto develop a sociological framework for assessing the implications Ofthis progany of popular religion and tele

This dissertation examines the impa- hf te.levitiun on religiousmoy.ssages It begins by formulating the nypothesis that the electricchurch is a hybi id in,.,titution consisting of structural elements from itsiwo forebearsurban revivalism and the medium of television. Ite). amines toe growth. and formulates an ideal type, el urban,evivalism (Chapter 2). and it details the imperatives jf television as an

((..'hnter 3)

In order to characterize this new institution, a content analysis wasprepared and carried out (Chapter 4) on a sample of 48 programs ofrepresentative leaders of the electric church-Oral Roberts, RobertSchuller, Rex Humbard Jimmy Swaggart, Jerry Falwell, JamesRobison, Jim Bakker. and Pat Robertson This content analysisreveals significant changes in the electric churcn's programmessages and persuasive appeals (Chapter 5) when compared withthose of urban revivalism Furthermore, the analysis documents theelectric church's transformation of the traditional ritual of fundraising(Chapter 8).

This study concludes (Chapter 7) by highlighting the salient issuesraised by Its analysis of this new institution.

COMMUNICATION AND CULTURE: A 0-METHODOLOGICALSTUDY OF- PSYCHO-SOCIAL MEANINGS FROMPHOTOGRAPHS IN TIME MAGAZINE Order No, DA8428245GOLDMAN, IRVIN, PH D. The University of Iowa, 1984. 335pp Co-Supervisors: Professor William Stephenson, Professor Abed D.Talbott

In keeping with the theoretical and methodological subjectivescience principles as articulated by Stephenson's 0-methodology,this dissertation posits an empirical humanistically oriented approachto the study of communication and culture. Cultural understandingswere arrived at in light of inherent factor structure created by the

I individual himself, re her than on categorical, logical explanatorygrounds. Unlike thy, _elective mode in communication research which

' deeds with the products explicitly produced by and delivered over themasa media, this study attended to the implicit, rich underlyingsubjectivity and the creative nexus of excess meanings reacher inrelation to selfreference, feelings, and known laws.

The impetus for thiS study came by way of historian ChristopherLasch who argues that the changed relationship between private andpublic spheres has fostered the development of a narcissisticcharacter structure in American culture. Moreover, the historicaldecline of the family, bureaucratization of the private sphere, and atherapeutic sensibility has eroded the competence of the ordinaryperson and subsequently this has weakened the self.

With Lasch's thesis in place as abductory, the concourse waspieced directly into the mass media via Time magazine. A 0-sample ofsixty photographs was selected, and ten individuals 0-sorted thoseitems under eight experimer 'ally induced conditions of instruction,which were as follows: important row, upbringing, ideals, personalproblems, real issues, common conversation, class conscious, andlee. By way of 0-technique, factor theory, and the methodology of thesingle case, lawful possibilities were expected to mediate.

The initial feelings suggested that public matters are worked out inpersonal terms, rather than impersonal codes of meaning. Moreover,the dynamic operant factor structure across ceees pointed to Lasch'snarcissistic culture, but on grounds other than he an,icipated. In eightof the cases stu,'Ied the self confirmatory corimun. ation behaviorwas problematic end maintained with varying degrees of difficulty. TOqualify the initial findings. an intensive comparative interpretation oftwo cases was undertaken with one of the cases demonstrating amore self-detached, publicly oriented self, while the other individualdisplayed a marked amount of self-absorbed communicationbehavior.

MAKING MEDIA FIT: SHORT-TERN ADJUSTMENT IC ANEW COMMUNICATIONS TECHNOLt GY IN A WESTJAVANESE VILLAGE Order No. DA8422911HOLADAY, DUNGAN ALAN, PH.D. ur,,ersay of Pennsylvania, 1984,312pp. Supervisor Ray L Birdwhisteli

This case study examines the process of introducing filmmakingtechnology to a West Javanese village. It is asked how this newcommunications lechnolog was made to fit the existing social systemn the! village, not how It might have changed Inst system. The focus is

Ines on adjustment to tee new technology rather than effects resultingfrom as use. Adjustment refers to constraints imposed on theoperation and use of the technology and on the situations in which Itis used The method of investigation is participant intervention-studying the introduction of something new while in the process ofintroducing it. Observation is at the microcultural level, focusing onevents surrounding the initial contact with filmmaking equipment.Interpretaion of the data is concerned with the problem of howpatterns were set for the continuing use of the technology- -theproblem of "calibration." It is concluded that through a series ofmicrocuttural events, the use of filmmaking technology was made tofit ongoing political and economic activity in the village.

The report includes (1) a review of other cases of initial contactwith communications technology, (2) a history of the study villageand description of current institutional arrangements, (3) abackground of research activity at the University of Indonesia leadingto the entrance of filmmaking equipment into the study village, (4) adescription of events during the initial 16-hour period whenfilmmaking equipment was introduced, (5) a transcript of selectedportions of the camera lesson. and (6) an interpretation of activityduring the camera lesson in terms of the concept of calibration. It issuggested in the conclusion that the approach which stressesadjustment provides a broader observational field for studies of thediffusion of communications technology, and that this approach maybe use combined with longitudinal studies which stress mediaeffecte

BROADCAST ADVERTISING SALES EDUCATION: ACOMPARISON OF PERSPECTIVES OF BROADCASTMANAGERS AND BROADCAST EDUCATORS IN THE SOUTH-CENTRAL REGION OF THE UNITED STATES

Order No. DA8501 501HOSKINS. WILLIAM Oita, Pea). Norm Texas State University, 1984.155p4s.

The purpose of this study is to identify and compare the *kilts andknowledge area mat are valuanie tor success in broadcastadvertising sates from the perspectives of broadcast managers andbroadcast educator's and to identify and compare to what degreerecent graduates of broadcast-communication, business, and otherMOCKS perform or exhibit these skills and knowledge areas asperceived by selected broadcast managers and broadcast educators.The opinions of the broadcast managers and broadcast educatorswere determined from responses to a r uestionnaire of fifty-six items.The questionnaires were distributed t, "le chairs of the departmentsOf areas responsible for broadcast curricula at forty-two four-yearuniveasier -3 listed by the 1982 8roedcastIng-CablecastingYearboc. cool Taishoff, editor, Washington, Broadcasting Magazinielas offering degrees in broadcasting, and 128 broadcast managerswho were randomly selected from the broadcast markets in which theforty-two educational institutions are located. The response rate was54 per cent from broadcast educators and 51 per cent from broadcastmanagers.

Based upon data analysis using analysis of variance, Tukey testsfor pairwise comparisons, and independent t tests, the followingconclusions were drawn. (1) Of the twenty-three skills and kno -iedgeareas perceived as valuable to success in broadcast advertising sales,skills in interpersonal communication are most important. (2) There IIa high degree of agreement between broadcast managers andbroadcast educators as to the skills and areas of knowledge that arevaluable for success in broadcast advertising sales. (3) Broadcastmanagers and educators are in general agreement es to theeffectiveness of broadcast-communication education in preparingstudents for secceee in broadcast advertising sales althoughbroadcast educators may be overty enthusiastic in their appraisal ofthe effectiveness of this degree.

CHILDREN'S UNDERSTANDING OF TELEVISIONADVERTISING: THE IMPACT OF HOST-SELLINGKterket, DALE LYMAN, N.D. Urther3Ify of Southern California, 1984.Chairman: Professor Airrie, Darr

This study explores children's understanoing of televisionadvertising when the advertising ens tout features the same primarycharacters as those in the adjacent program content. This typo ofadvertising is referred to as host-selling. The impact of the host-selling format is examined by comparing ct .leeen's responses to thesame commercials presented in both a host-selling and normalviewing (non-host-selling) format. Three dimensions of children'sprocessing of television advertising which could be affected by thePractice of host-selling are assessed: ability to discriminantcommercial from program content; ability to attribute persuasiveintent to a commercial; and attitudinal response to commercialappeals. The role of developmental difference3 in all three of theseareas i3 also examined by comparing children of two age groups who,on the basis of differences in their general cognitive abilities, can beexpected to process this type of advertising differentially. The groupsof children compared were younger children aged 4.5 years and olderchildren aged 7-8 years.

Results indicated that both age groups were significantly lesslikely to discriminate commercial from program content in the host-selling than in the non-host-selling condition. No impact of the host-selling format was observed on children's ability to attributepersuasive intent to commercials for either age growl. A significantinteraction was observed on children's attitudinal response tocommercial appeals. The older children demonstrated a significantlymore positive attitude toward the advertised product in the host-selling than in tne non -host- sailing condition; the younger childrenresponded in a consistently positive fashion across the twotreatments on the attitudinal measure.s. Significant age differencesunrelated to ts- hosselling treatment were also observed. The olderchildren's abater to discriminate a commercial from program contentand to attribute persuasive intent to the commercial content wereboth found to be significantly greater than that of the younger group.Implications of the result* are discussed.

(Copies avaiiab4e exclusively from Micrographics Department.Doheny Library, USC, Los Arigetes, CA 90089.)

MASS MEDIA AND POLITICAL SOCIALIZATION OFIMMIGRANTS Order No. DA8428260L. DONGSHIN, PH.D. he University of Iowa, 1984. 185PPSupervisor: Professor Don Smith

This study examines the role of the mass media in the politicalsocialization of immigrants to the U.S. More specifically, this studydevelops a model for the impact of the ma!, media on the (1) politicalknowledge gain and (2) democratic orientation (support fordemocracy) of these immigrants.

A path model examines the mass media impact on the politicalsocialization of immig rants In this model, it is postulated that fourantecedent variables (premmigration education, socioeconomicstatus, language fluency and political interest) affect two mass mediause variables (ethnic media use, media intended for an immigrantcommunity. and host media use, media intended for generalpopulation) and that the mass media use variables in turn influencethe political socialization (political knowledge gain and democraticorientation) of immigrants

Major findings include (1) Generally, the direct effecto ofantecedent variables on political socialization wen much greater thantheir indirect effects via the mass media (2) Among the majorvariables for this study, sot 'oeconomic status had the greatest directinfluence on the polite al knowledge gain of immigrants. (3) Amongthe variables for this study. language fluency had the strongestinfluence on ethnic media use and host media tee while it had thesecond strongest influence on political knowledge gain. (4) Politicalinterest was thr only variable that did not have any nigniiicant (acedeffect on political knoAleclge gain and democratic orientzitirin(5) Ethnic rt Pd in use did not influence oniiti.,A1 knowledge gain ordemocratic orientation .ogrvf,r,rIntly in eith!,ir direction (6) Hest mediau!-,e directly and posili.ely intli.e.nced political knowledge inn, but didfiut affect democratic orientation. (7) Among mass media. host

had the greatest effect on politir..al knowledge gain ofimmigrants

A JEI ESS PROSE: A STUDY OF THE MEDIA PROJECTEDIMAGES OF AGING AN REFLEJED IN CONTENT ANALYSISOF MACAZINS FOR OLDER PERSONS

Order No. DA84230$3Loarnme, Eimioorr CAmartiwz, PH.D. ;ity U. iversity of New York,

. 320pp. Adviser: Professor Charles Wi..ick

The research is a study of the most salien', continuities andchanges in the way in which contemporary senior citizens aresocialized And depicted thrtu the mass communications media,stAolfically In two we'i f Ai.11.:iiShed and widely circulated magazinesfor older personslviodern Maturity, anr150 Pius (formerly Harvestviers, and Retirement Living,. This content analysis of specie:magazines consisted of the following twelve categories, (and 137subcate;,ories) They are: Leisure Time; Realities of Aging;Retirement; Value Orientation, Religion and Spirituality; Daily Living,Health, Economics, Residential Patterns, Part time Work, SecondCareers, and Volunteer Activity; Family, and Coping Mechanisms, Thecontent of these magazines was analyzed using the twelve categoriesover a twenty year time period, and the sampling covered threedifferent time points in each of these two specialty magazines foreiderlv audiences Tabulation of the frequency of appearance ofvarious category and subcategory items indicated the editorial impactand socialization of the readers in the identified areas within thisresearch study These magazines are addressing the healthy agedwh show no visible signs of aging until seventyfive years of age; andencouraging their readers into positive norms of aging; andreinforcing that "age is a victory. not a defeat," using the words ofEthel Percy Andrus, founder of Modern Maturity in 1958. The matuntmalign was reviewed by analyzing the advertisements in the laterissues of these magazines in order to determine the impact which thegraying of America has had on the economic market, whichtraditionally has been concerned with the 18.4R age group.Determination was made of the at ibutes of the ieatthy and happyaged usinp Purveys conducted by National Opinion Research Center(OPC). This study made it possible to tabula I both continuities a.Orval in the editorial direction of these magazines; the datarevealed more continuity over time. These magazines have taken enquite a heroic task to !Mike the elderly and counter the fortes ofour egoist society. and enable readers to we this time of their His as aanod of growth andfulfiliment

AN EXPLORATORY STUDY OF PRESCHOOL ANDELEMENTARY SCHOOL CHILE' AEN'S PERCEPTIONS OFTELEVISION COMMERCIALS Order No. DA84221112I.oire, JILL Lnerre PH.D. Indiana University, 1984. 100pp.

The study was conducted to obtain information on children'sparr. vocals of television commercials. Fortyeight subjects ranging

preschool through sixth grade and from four years througheieven years were selected as subjects Each child was shown eachof three different videotaped commercials spliced with programming.Immediately alter viewing each segment, the subject wr interviewedby an Interviewer who had been trained by the researcher. Theinterviews were unstructured and included questions and probingtee,fliques that were developed to elicit responses reflecting thechifren's perceptions, without introducing biases. The interviewswere taperecordecl and later transcribed. These transcripts werecontent analyzed and the data generated by this process werecompared across grade /age levels of the children. Additionally, theyWage compared to adults' perceptions of the same videotapes.

Perceptions varied across grade/age levels and the differences inievele of perceptions were significant. Generally speaking, thecomplexity and accuracy of the perceptions increased withgrade/age level. The younger children's perceptions were oie..,elysimplistic and inaccurate, relative to adults' perceptions.

As PradP/age level increased, the complexity and accuracymere's( '1 such thr those in the upper levels recognized the realdifferen.. es between prop, emming and commercials and were able toc,_rfettl-y Ide.itity the prod. :ts advertised and the action in th.commercials The younger subjects did not exhibit an understandingof the real differences between programming and commercials; inother words, they often failed to recognize the selling andinformational intents. Additionally. they often incorrectly dentified theDr oduCts advertised and the Wien in the commercials.

AN INVESTIGATION! )F THE INTERRELATIONSHIPSBETWEEN PRODUCT INVOLVEMENT, ADVERTISEMENTCONTENT AND INFORMATION PROCESSING STYLES

Order No. DAC 121758LYNCH, JAMES MICHAEL, PH.D. The University of ,ixaS at Austin, 1964.298pp. Supervising Professor: David L. Huff

This study used conjugate lateral eye movements to infer whichbrain hemisphere dominated in the processing of a forced choicebetween a brand advertised with an entirely verbal advertisement anda brand advertised with a picture advertisement. Conjugate lateral eyemovements were also used to classify subjects according to theirgeneral hemispheric : ireference or dominance. It was anticipated thatlahdorninant subjects would left process their brand choices and thatthey would tend to select the verbally advertised brands. Likewise, itWas anticipated that rightdominant subjects would right process theirbrand choicer. and that they would lend to select the pictoriallyadvertised bi Inds. In addition, it was expected that "high-involvement" products would be associated with left processing andwith the choice of verbally advertised orands and that "low.involvement" products would be associated with right processing andwith ',he choice of pictorially advertised brands.

Subjects were presented with four forcedchoice situations. Eachsituation involved a selection between two brands, one advertisedwith only words and one advertised with only a picture Eachadvertisement contained both a rational and an emotional appeal.This proce..ure produced a choice measure for each product typeplus two eye movement measures in response to two reflectivequestions about each choice.

The results indicated that left dominant subjects were more Ilk*to choice proces s left than right and that right dominant subjectsWatill more likelf to choice process right than left. The degree ofassociation aS a not as strong as expected; however, suggestinginherent Oierences between the widely used classification titchniNewhich was employed and thn marketingoriented, forcedchoice teatsituation. /Both the leftdomf 'ant and the rightdominant subjectstended to select the pictorially advertised brands, although the right-' dominant subjects were significantly more likely to do so. For productinvolvement, nn significant relationships ware identified -API regard toeither processing mods . sand selection.

1 THE GLOBAL POLITICS OF COMMUNICATIONS SATELLITSS:ACCESS TO THE !OSTATIONARY ORBIT AND RADIOSPECTRUM RESO,JRCES Order No. DA8428622MARTINEZ, LARRY FR Oink, PH.D. University of California, SantaBarbara, 1984. 487pp.

Satellites are increasingly important meas for communicationinformation. They derive their information relaying capabilitiesthrough the use of two outer space resources, the geostationary orbitand the radio spectrum. This is a study of the cooperation,competition, and conflict between nations over access to theorblt/spectrum resources for satellite communications.

The ability to create, store, process, and communicate informationis an increasingly important component of a nation's economic,military, and societal competence to exist in a competitiveinternational system. Consequently. as highly efficient disseminatorsof information, lommunications satelliti-s are important factors ofnational powm. The politicization of the InternationalTelecommunication Union (ITU), the organiration charged withallocating and managing the ortilt/spectrum resources, stems from awidespread perch. ion that present use of satellite communcationeand the orbit/e, ..t.trum resources widens the "gap" between theHighly Developed Countries (HI)Cs) and the LeasDevelopedCountries (I.DCs) Within an international negotiating climatecharacterized by the call fo a New World Information Order, theasymmetrically distributed ability to use satellite communicationstranslates to a heightening controversy over access to theorbit/spectrum resources.

13

The controversy centers on how to allocate and manage theorbit/spectrum resources so that all nations will enjoy fu tu..e"equitable access guaranteed in practice." LDCs Clan that equitableaccess is best achieved through a mere rigid plat ming method thatres, yes on an a priori basis portions of the orbit/ spectrum resourcesfor (heir use. HDCs favor a more flexible ,iianagerr ent regime that canaccommodate evolving technologies and service requirements. Thisis the setting as nations prepare for the ITU's 1985/88 WorldAdministrative Radio Conferences (Space WARC) which will decidehow the orbit/spectrum resoure is will be allocated and managed.

THE IMPACT OF ADVERTISING ON THE LESS DEVELOPEDCOUNTRIES: SOME EMPIRICAL EVIDENCE

Order No. DA8503083Neziou, Fait i, PH.D. University of Minnesota. 1084. 146pp.

The impact of promoting a consumerist society throughadvertising on the economic, social and political life of the developingnations has gained in recent years some attention amonodevetopmentalists seraching for causes of underdevelopi .

There are basically two schools of thought on the subject.Proponents of capitalistindustrial models of economic developmentargue that high mass consumption is necessary to stimulateproduction, attract capital and create employment. Thus thepromotion of goods and services in the mass media will help increaseaspirations for consumption of products and build support for anurban-industrial model of economic development. An opposed schoolof thought led primarily by dependency theorists argues that thepromotion of a consumerist society in the developing nations Itdetrimental to till socio-economic and political stability of thesenations.

A major limitatio.) of these opposed schools of thought in theirexplanation of the implications of the promotion of consumer goodsin underdeveloped countries is that they fail in many cases to supporttheir claims with hard evidence.

The research reported in this thesis studies the relationship ofadvertising to the economic, social and political life of the developingnations. The independent variable stu. lied is per capita advertisingexpenditures. The dependent variables studied include: economicadvancement, economic dependence, investment in social service*,and political instability.

The rreaitts indicate that there is no relationship between the levelof advs ng expenditures in a developing country and the degree°.economic, advancement, political instability and economicdependence of this country. However, the findings reveal a verystrong positive correlation between the level of advertisingexpenditures in a developing nation and the performance of thisnation in fulfilling the basic soelal needs of its citizens.

tt is concluded that advertising should not be viewed as a directcause of underdevelopment. Rather, it Is a naturally occurringeconomic and social phenomenon In nations that have reached acertain level of socio-economic advancement and that have chosen toencourage private enterprises

CARL MCINTIRE: THE EARLY RADIO YEARS (1 9 32 TO'1955) Order No. DA842839 1MukrioLLAN0, ROBERT JosEPit, N.D. Bowling Green State University,1984 28Opp.

This study described Carl Mclntire's use of radio and nixrelationships and problems with local stations, networks, andgovernment agencies during the years 193'-1955. This wasaccomplished through the examination of primary sources includingthose in Mclntire's radio files in Collingswood Nev - Jersey.

McIntire started broadcasting his Sunday evening religousservices from his church in Collingswood, N.J., ;n 1935. over WPEN,Philadelphia. He would continue until 1945. Mclntire's Sundaymorning rciigiOuS services were broadcast over WCAM, Camden,N.J , starting in 1938 and continuing until 1949 He was removed fromboth stations when the selling of radio time for religion wasdiscontinufd His removal resulted in complaints to the FCC and incourt action McIntire attempted, starting in 1942, to obtain freereligious time on the networ.,s NBC Blue, NBC iced, CBS. and Mutual,to, the American Council of Churches His actions were met withconflicts and limited success

Conclusions. (1) Mclrtire has been using radio for over 50 yearsand his place in the history of religious radio has been overlooked.(2) Mclntire's concept of freedom of speech for radio, limited only byexisting libel laws and which would lead him to conflicts with the FCCand the courts, in regard to Fairness Doctrine in the 1960's and1970's, had its beginnings in the 1930's on WPEN, Philadelphia.(3) McIntire had been a controversial figure on radio and used hisse .ons on radio as an advocacy to present his views on local andnational issues before the start of "The Twentieth CenturyReformation Hour" in 19ri5. (4) The idea of McIntire purchasing radiotime aside from his regul::r Sunday services, which would have itsculmination in 1955 with the start of "The Twentieth CenturyReformation I:our," had its roots in the 1943's in local political andreligious battles.

A STUDY OF FACTORS RELATED TO THE USE OF tliOTIONPICTURE i it..MS BY PUBLIC SCHOOL TEACHERS

Order No. DA8425332MERIDEN, JOSEPH TAFT, PH.D. Yale University, 1953. 371pp.

This study was concentrated on 24 school distrisis in Connecticutwhich, on the basis of a short questionnaire to public schoolprincipals, appeared to have the basic essentials for conductingclassroom motion picture programs. These essentials includeadequate tliotion picture projectors, a coordinator of audio-visualeducation in each school, adequate funds for the purchase of filmsand favorable attitudes on the part of supervisors and administrators.

Cluestionnaires were mailed to all public school teachers in the 24towns. Approximately 39% responded with usable replies. On thebasis of answers to two key questions, teachers were divided inksnon-users (22%), moderctte users (39%), and users (39%). Answers*all of the remaininn questions were tabulated in these three groups.

%sults, The re stibrinairee of the film-userr lhowed greaterproportional frequency of film use than those of the non-users isrespect to such ftems as: familiarity with available films and filmcatalogues, number of films previewed for showing, number of timedisappointed when film was not available, used greater numbers otfilmstrips, saw more films in the school auditorium, used more filmpassed along to them by other teachers, reported more help from theschool audio-visual coordinator and the school system audioerisuilldirector, had access to an educational film library in the town, wereable to darken the classrooms, reported availability of a projectorwhen needed, and reported the greatest number of factors which landto encourage classroom use of motion pictures and the fewest factor,which tend to '-ider them.

A greater p onion of film-users than non-users were graduatesfrom teachers -.:olleges and had participated a number of times inaudio-visual workshop sessions.

The study reveals that more motion pictures are used bykindergarten and grade school teachers than by junior and seniorhigh school teachers. In grades 7.12, filmusers ware concentratedamong teachers of social studies and science.

A number of teachers and their principals were selected forpersonal interviews, in order to further determine why teachersworking in similar environments differed in the extent to which theyused motion picture films in classrooms. Fromom the interviews, itappeared that filmsers were highly cooperative teachers who Wereinclined to assume additional responsibilities both in the school andin the community. Further, filmusers appeared to be the teacherswho conducted student-centered classrooms, were accustomed tousing all kinds of learning resources, and who tended to be theleaders rather ti n the followers.

14

A STATUS STUDY SURVEY OF POSTSECONDARYCONSORTIA IN THE UNITED STATES IN 1982, INVOLVEDIN THE OFFCAMPUS DISTRIBUTION OF EDUCATIONALMATERIAL. VIA TELEVISION Order No. DA84 2 887 2

NIEHEyER, DANIEL CHARLES. PH D UrilverSity of Colorado at Boulder,1984. 196pp. Director: Professor Robert E. de/Kieffer

There is a great deal of activity in the area of televised instructionat the postsecondary level Several demographic, social, economicand technological developments have occurred in the nest few yearsthat have contributed to a new awareness of the role of educationaltechnology in the di ntributicri of postsecondary educational materialsto students of campus Hundreds of colleges and universities haveformed consortia to deal with this developing electronic technology,and hundred more are see!ung a model to follow.

This survey of postsecondary consortia in the United Statesinvolved in the off campus distribution of educational materials viatelevision was conducted in two phases.

Phase one involved locating the consortia throughout the UnitedStates and obtaining accurate, precise information on the name andlocation of each consortium.

Phase two involved questioning these consortia for ,nis purpose ofobtaining baseline data concerning their size, organizationrlistructure, mission. technology, funding and budget. Currentenrollment and recent growth were analyzed by relatiolhip with yearestablished, coverage area. range of services, and sources offunding, full time administrator and type of membership.

The study located 71 active consortia in the United States, offeringmore than 2,000 courses to more than 100,000 students in 1982.

Significant positive associations were found between "largecurrent enrollment" and "wide coverage area," between "largecurrent enrollment" and "wide range of services available," between"recent growth" and "wide coverage area," between "recent growth"and "wide range of ser Aces available" and between "recent growth"and "funding from an outside source."

VERBAL FF.EDSACK AND THE ACQUISITION OFINFORMATICH FROM INSTRUCTIONAL FILMS

Order No. DA85038413NOVAK, GLENN DAVID, Eo.D. Northern Illinois University, 1984. 194pp.

Research regarding the effect of positive and negative feedbackupon learning has had conflicting results. In some contexts, praisehas been found to be a fac::Itator of learning; :n other situations,reproof has been equally or more effective. To date, no research hasbeen conducted which studies the relationship between oralfeedback from an instructor and the subsequent acquisition ofinformation fro,' instructional films. The resea,ch problem in thisstudy was to determine if such a ielationship did exist and,secondarily, to determine if subjects differing in anxiety level acquiredsignificantly different amounts of information from films.

The subjects for the study were 290 undergraduate collegestudents from 12 intact classrooms. Each reudent completed a shortanxiety questionnaire that yielded a numeiical index of generalanxiety. Subjects then viewed one o. two short instructional films onmotion picture aesthetics. Immediately following, a 20item objectivetest over the film was given. Two days later, feedback treatment of anartificial nature was administered by the researcher in the form of oralpraise, oral reproof, or no feedback. Praised subjects were told thatthey had done extremely well on the first test. Reproved subjects weretold that they had done quite poorly. Control groups received nofeedback. Immediately alter the feedback, subjects saw the secondfilm and took another short objective test over it.

Statistical analysis of the data revealed a significant difference inthe post test means between the praised and control groups, with thepraised group scoring higher Reproved subjects scoredintermediately. SuLaects rated ,ow in anxiety scored higher than thoserated high in anxiety. No interaction emerged between feedbacktreatment and anxiety

Verbal feedback from an instructor has an influence upon learningin the college classroom This study demonstrates the nature of thisinfluence on the acquisition of specific information from instructionalfilms_ Educators who use films in the classroom should be aware ofthe possible impact of their comments upon subsequent learning fromthose films. The conscious application of positive feedback end thereduction of anxiety in the classroom are instructional strategies forenhancing learning from films.

MASS COMMUNICATION FOR NATIONAL DEVELOPMENT INNIGERIA: ANALYSIS OF CONTENT AND STRUCTURE

Order No, Dri8428119DOOM 1E, BASSEY E , PH D. Howard University, 1984. 326pp.

This study hinges on the concerns that the Nigerian press ought ti)participate fully in the processes of its nation's development byproviding information designed to enhance mutual trust among ethnicgroups and ultimately In promote national integration in the country.Theories of mass me ea arid national development, the study posits,should set a framework for the identification of basic human needs,and the direeeon of mediated communication that could encouragethe satisfar...on of such needs at all levels of development.

As a centerpiece in a continuing -,earch for appropriate roles ofthe press in development, the study rests on the author's propositionthat unless Nigeria uses its media to raise naiicnal consciousness byplacing emphasis on the human aspects of development, it may notbe able to develop much elsepolitically and economically.

The study argues that the eurocentric concepts of developmentand the paradigms often associated with developmentcommunication are no more than a set of values drawn from theuniversalistic slogans of "free enterprise" and that these conceptsand paradigms can neither measure the performance, nor prescribethe proper roles of the press in a developing nation like Nigeria.

To stir up any observable changes n the effort of the press tocreate a community of shared interest. .a process of social integration,the study conceptualized the term "development" in the light ofNigerian experience and developed some communication indicatorsthat touch upon the basic human needs of t's Nigerian people,inciuding those living in the rural areas, and fl.at are useful in gaugingtie effort of the press to promote national :ntt..:1,-P.don

Through Content Analysis Method, the devet wment news carriedby the sampled newspapers was examined quan'tatively to determinethe degree to which the press participated in the nrocess ofintegration. By this index, the quantity of development informationwas significantly low. The study finds the Nigerian media ratherparochial in ccntent and sectional in outlook implyinr1 that theprocess of integration is yet to begin in Nigeria.

-TERRORISM AND THE MEDIA: A RHETORICAL C r'TICALANALYSIS OF THE "CRISIS IN IRAN"

Order No. DAa030511PALMERTON, PATRICIA RUST, PH.D. University of Minnesota, 1964.318pp.

Taking the position that the rhetoric of terrorism is in largo cartcreated by those responding to it, the author of this study ^nalyzedtelevision news coverage as one such response. Specifically, thisstudy examined television news coverage provided by ABC and CBSNews pertaining to the taking of American hostages in Iran inNovember of 1979, utilizing a rhetorical critical perspective andmethodology. Results indicated that the coverage provided by thosetwo networks differs in emphasis and development, yet theperspectives put forward are complementary. CBS focused attentionupon determining cause for these events, placing causationpredominantly within the United States. Concern over causation andcontrol developed into assessments of effectiveness of the U.S.Administration, In CBS coverage, control in Iran remains clouded, yetAdministration actions appear to be merely reactive to controllingIranian forces. Lack of control is placed in implicit contrast to thepossibility of effective action through military intervention. ABC Newsportrayed events as primarily caused by situational factors in ken.with the U.S. Administration appearing to act responsibly In the faceof uncontrolled forces. ABC shows a confused picture, and appearsto embark upon an effort to find the assumed order in the si1uatine inABC's depiction are many contradictory themes, reinforcing tigiisense of confusion. The lack of order inherent in the confusionreinforces the search for a way to regain order, and once againmilitary action appears as a feasible alternative because of itesymbolic, rhetorical value. Both CBS and At3C portrayals areconsistent with terrorist rhetorical strategies: to cause areinterpretation and A questioning of the established order, aid toenhance the possibility of institutional overreaction.

FABLE TELEVISION AND THE FIRST AMENDMENTOrder No. DA8501884

PARSONS, PATRICK ROBERT, PH.D. University of Minnesota. 1984.388pp.

This study considers the history of legislative and judicial decision-making with respect to cable television and the First Amendment,examines the various models of First Amendment rights that havebeen proposed for the medium, and finally recommends a Full.Protection Model that provides an equitable balance between therights of the cable operator and those of the community.

The first part of the study briefly traces the development of cable**vision and cable television regulation. It examines F.C.C. andcongressional consideration of First Amendment issues in theregulation of cable W. A detailed analysis of federal court decisionsconcerning the First Amendment status of cable follows. The analysissuggests that in the Congress and in the courts, an early, unifiedperception of cable as a non-medium provided justification for strongregulation. Subsequent deterioration of that perception has led to agrowing concern about cable's First Amendment status, but no singlere eel of constitutional rights has been uniformly accepted.

"he second part of the study outlines a theoretical yardstick forthe measurement of cable rights models. The yardstick requires abalancing between the expressive rights of the individual and thecollective right to open marketplace of ideas. The principal models dcab* rightsthe Print Model, the Broadcast Model, the Public UtilityMode) and the Public Forum Model..are then considered and foundincapable of the necessary balancing of rights. Finally, a Fun-Prato:Boo Model is proposed that would provide for such balancingby permitting limited stale control over cable based on the medium'sunique devotee and economic characteristics.

AN EXPERIMENTAL INVESTIGATION OF THE RELATIONSHIPOF SOME MESSAGE AND RECEIVER CHARACTERISTICS ONCOMMUNICATION SUCCESS Order No. DA8421246PITTA, DENNIS ANTHONY. PH,D, University of Maryland, 1933. 242pp.Supervisor: Gary T. Ford

This dissertation was designed to explore the advertising effectsengendered by some message and receiver characteristics in radioadvertising and their impact on communication success. Thedissertation employed a 2 x 3! experimental design in which twoindependent variables. message typo (assertion versus implication)and repetition (1 versus 2 versus 4 exposures of a message) werevaried while two covariates, the receiver's cognitive style andinvolvement with the advertised product category were assessed poethoc. The dependent variables used in the study comprised a range ofcognitive effects thought to result from exposure to advertising: aidedrecall, unaided recall, and three types of beliefs, verbatim, conceptualand inferential beliefs.

This dissertation investigates mass communication success. anarea of interest for both the Federal Trade Commission andadvertising practitioners. Futhermore. the dissertation resolves,conceptually, the differences between two positions in the marketingliterature, advertising misleadingness and advertising success, and inso doing, provides a more universal perspective than either of them.

This dissertation begins with an analysis of unsuccessful masscommunication and the importance of studying its causes. It alsohighlights needed research in the area which justify investigating theresearch variables.

The experiment conseted of several stages. The first stage, thepilot stage. invoived refinement of the advertising stimuli, procedures,and materials. The second stage involved collecting data on the two

covens:tee cognitive style and product involvement. The third stageconsisted of exposing 148 male and female subjects to theexperiments, treatment.

Twenty research hypotheses were tested using multipleregression, multivariate multiple regression and between variables t.tests. Results of the analysis supported several hypothesized effectsof the independent variribles and covariates Repetition appeared tohave a significant effect on subject aided recall and unaided recallWith regard to the belief measures. repetition had a significantrelationship to verba .1-n and conceptual beliefs Involvement showedno significant relatic.:shipe to the dependent variables Cognitive stylehad a significant effect on conceptual beliefs.

Several reiatiro Ahips among the dependant variables were alsoinvestigated It wrs found that both conceptual and inferential beliefswere relets..-:,..f hat they were unrelated to verbatim beliefs.

STAR DISCOURSE AND TELEVISION: A CRITICALAPPROACH Order No. DA84 21 761)

REEVES. JIMMIE LYNN. PH.D. The University of Texas at Austin, 1984.251pp Supervising Professor. Horace Newcomb

The first section of the dissertation addresses critical isisuiesurrounding star studies and television. Adopting a cultural view ofcommunication. stardom is treated as a complex phenomenon withinstitutional, textual and social dimensions. A critical framework isthen proposed that includes a functional definition for stardom and astar taxonomy. Blending the theoretical work of Richard Dyer with thesociological serr rtics of V. N. Volosinov And M. M. Bakhtin, the star Sdefined as the m :elated human discourse of an inr'ividualized socialtypeand as such the star represents a strategic socio.ideologicalworidview. Television's role as our culture's central processor ofsocial reality is also discussed, and the television medium isconceived of as a vast signifying domain in which a number ofsignifying arenas both intersect and interact. A taxonomy is thendevelope.' 1 suggests the following categories for television'sdiverse population of star figures: star presenters, star personating*star performers, star characters and star constellations.

In the second section, this framework is demonstrated with stardiscourse analysis of prominent figures from television's primesignifying arenas. For example, in this section Walter Cronkite,Johnny Carson and Archie Bunker are treated as canonized stars oflong, range relevance. Other star figures subjected to in-depthanalysis include David Lettermen, Muhammad All, Howard Coes" andMr. T. Finally, in the closing chapter, an agenda to guide star studiesis suggested.

A CONTENT ANALYSIS OF EBONY'S AND LPN'S 1955-REPORTING (IN BLACK CIVIL RIGHTS MOVEMENT

ISSUES Order No. DA8424111TUMW, VALBRIII STEPHANIE, PH.D. Ohio University, 1984. 96pp.Director of Dissertation: Dr. Guido H. Stempel Ill

This analytical content analysis discusses the contribution' of thecoverage of civil rights issues between 1955 and 1965 to thereageoctIve success and failure of Ebony and Life, two general interestPicture magazines.

News-picture articles are the basic unit of analysis for the study.The coding procedure is the placement of content into predeterminedcategories: Event Coverage Picture Stories, Feature Picture Stories,Portraits Environmental Portraits, Confrontation Picture Stories, andAnemic Picture Stories. If pictures were mentioned in the "Lettersto the Editor" column they were coded as to whether the writers of theletters were for or againzt rive rights movement issues presented inthe magazines.

Evidence showed that, Life contained more pictorial coverage ofcivil rights events than Ebony, This appeared to be due to the fact thatLite was a weekly and it increased its proportion of coverage. Lite alsocarried a higher proportion of pictures with violence against civilrights demonstrators than Ebony. Ebony had a higher proportion ofPre civil rights issues in the "Letter's to the Editor" columns than Lie.The Event Coverage Picture Category and the Feature Picture StoryCategory contained more picture stories than the Portrait Category inboth magazines.

The proportion of Confrontation and Aftermath Picture Stories inLNe did prove to be higher than those in the Environmental PortraitCategory. In contrast, the proportion of the Confrontation PictureStory Category and the Environmental Portrait Category in Ebony wasslightly higher than those in the Afermath Picture Story Category.

MASS MEDIA AND DEVELOPMENT IN SUDAN

Order No. DA8419674SID AHMED, ABU BAKR AWAD, PH.D. The Pennsylvania State Univerati,1984, 244pp. Adviser: Thomas W. Benson

The purpose of this thesis is to examine mass media anddevelopment in the Sudan. There is a general consensus that massmedia are Important in developine countries. This dissertation is anew case study which attempts to analyse tl Ie history andzlevelopment of mass media in modern Sudan. It refiects a generaloverview in using media for change and in the service of

1 fl

modernization and progress. It questions the reciprocal relationshipbetween media and society, the function and goals of the role of themedia in development. it suggests a new IGRA "Feces" model ofdevelopment based on education and religion with socioeconomicissues of democratization and participation. A support for the model is

found, and a reconceptualization of the change process is proposed.We argue that change is a perception that starts within the individual

The central focus of this study is the contemporary development ofmass media in the Democratic Republic of the Sudan. Severalconnecting th ties have been put forth to explain the pattern ofdevelopment. Assumptions, established about mass media were:(1) people look at mass media for messages that can tiansiorm theirlives and (2) mass media serves as an agent of reinforcement ratherthan an agent of change.

Historical development is reviewed, the present situation issummarized, and implementations and observations regarding futuredevelopments are made. The study confirms among other things, theuse of broadcasting effectively in education and advances a proposalfor the Open University in Sudan.

The study seeks to build upon what is known about the role ofcommunication in economic and social development in thedeveloping countries It also introduces theories of development andthen proceeds tc a description of newspapers, periodicals, films,radio, television. news agencies, satellites, imported material andmedia content of state controlled media that was virtually complete.

Since September 28. 1983 (21st of Dhu Al Hijjah 1403 AD),Islamization and development of other cultural policies wereannounced by President Nu mein of Sudan to promote nationalidentity The new laws establish security and justice in all theirdimensions, by choosing to make it their special purpose to help findways out of poverty to a decent life through co-operation aridInsurance of a developmental society The media can be effective Increating awareness, interest and favorable attitudes by their immensepower to attract and hold the attention of millions of people about theIslamic da'wah and recent Shariah enactments in the country.

It is hoped that this study will open avenues for further researchwhich will eventually lead to more access to knowledge indevelopment of human nature, participating in building the Sudanesenation.

A MODEL FOR DEVELOPMENT OF ATELECOMMUNICATIONS SATELLITE NETWORK FORADMINISTRATIVE, EDUCATIONAL AND OTHER PURPOSES$4 A PRIVATE ORGANIZATION Order No. DA8429890STILL", ALLEN RICHAAO, Eo.D. Andrews University, 1984. 127pp.Chairman: Edward A. Streeter

Problem. While large organizations such as federal and stategovernments and large commercial corporations have expended theirresources to take advantage of communication satellites, privateorganizations with more modest means have not been provided with aplan for utilization of this new technology. The purpose of this studywas to design a model for development of a telecommunicationsnetwork which private organizations could use to create their owntelecommunications satellite n iworks.

Literature was reviewed to provide a perspective of the history anddevelopment of satellite technology. rwo telecommunicatioonetworks already in operation by private organizations were visitedand a report about these networks provided concrete aspects ofWitar annect systems.

model for the development of a satellite network was thenrecommended with specific notes on potential areas of operation andadministration. The model was validated by a jury, a panel of expertsin the field of satellite communications, who provided comments withtheir walk, eons.

Conclusion. Telecommunication satellite networks were shown tobe successfully operated in two private organizations and are knownto be in a developmental stage at others. A simple stopby stepprocedure, as recommended in this study, would be helpful to otherorganizations interested in developing a network. The SeventhdayAdventist Church. object of this model, with its mad facetedoperation of administrative offices. schools, hospitals, printing plants,food factories. broadcast stations, emergency preparedness units,and approximately 3000 local cherchee in the United States couldbenefit from having a telecommunications network and should..-ii/irnence plane for developing an Adventist releeommunicationsNetwork

17

ANALYSIS OF INCIDENTAL LEARNING VIA TaLEVISION ANDTHE RELATIONSHIP BETWEEN RETENTION AIJD INDIVIDUALCHARACTERISTICS OF AGING ADULTS

Older No. D484 2 8 710

STOKES. LAURA CHEiSTINA, PH D Florida State University, 1984.157pp. Malor Professor Dr. kAary L. Pankowski

The purpose of this study was to find what proportion of main andsubordinate ideas aging adults remembered after casually viewing atelevision documentary. This study investigated the proportion ofmain ideas and subordinate ideas recalled immediately and one weeklater and the change between immediate and delayed retention. Thisstudy also examined the relationships between the aging adult's

individual characteristics and the immediate and delayed retention ofmain and subordinate ideas.

Fifty-flve aging adults between fifty-two and eighty-nine years ofage were participants. Eighty percent were females, and twentypercent were males; their previous educational attainment level wasabove average.

Participants viewed a commercially-prepared televisiondocumentary in a casual setting. A propositional analysis scheme ofthe program's narration was used to designate main and subordinateideas. Cued-recall tests were developed and contained 5 itemsmeasuring main ideas and 5 items measuring subordinate ideas.Immediately after the program was viewed, participants were giventhe first cued-recall test. A week later, participants took a differentcued recall test.

Results indicate that there is a statistically significant differencebetween the immediate recall of main ideas and the immediate recallof subordinate ideas. There is also a statistical difference between thedelayed recall of main ideas and the delayed recall of subordinateideas. Although more main ideas and subordinate ,Jeas are recalledimmediately than one week later, the results of this research show nostatistical difference between immediate and delayed retention.

When Stepwise Regression was used to analyze the importance ofthe independent variables age, socioeconomic status,meaningfulness of content and material, attitude towards televisionand previous education, only education was statir.tically significantThis variable explained 28% of the immediate main idea retention and19% of the immediate subordinate idea retention. Previous educationexplained 20% of the main ideas and 10% of the subordinate ideasrecalled one week after viewing the documentary.

ROLE STRAIN, ANOMIA, AND TELEVISION VIEWING: APRELIMINARY INVESTIGATION Order No. DAC427703STAMMER, SANORA KAY Warm, P14.0. Oklahoma State University.1984. 125pp.

Scope of Study. The present research was designed to empiricallytest a theoretical conceptualization of prosocial television use. Abasic under ying assumption was that individuals within societyexperience numerous structural constraints and respond to theseconstraints in either of two ways: (1) they perceive anomia and non-normative adaptive behaviors emerge or (2) they perceive stress andnormative coping strategies emerge. Specifically, the researchexamined the following areas of interest: (1) fantasy televisionvteding as a form of adapting to perceptions of anomia and(2) escape television viewing as a form of coping with perceptions ofstress. It further considered the role psyc social resources ascontingency factors mediating those two relationships. A stratifiedrandom sample of 239 married Individuals in Oklahoma City,Oklahoma were administered a questionnaire designed to yieldrelevant Information.

Findings and Conclusions. Although the research supported, in alimited way, the conclusion that television ideaving may be onespecific type of coping strategy for the reduction of perceived rolestrain, the theory developed in this research project was not clearlysupported with this sample of respondents. There vas no relationshipbetween perceived anomie and measures of fantasy televisionviewing. There did appear to be a relationship between perceivedrole strain and selected measures of escape television viewing. Whenthe contingency variables were controlled. using partial correlationanalysis, there was little change in the strength of the relationships,However, when the total sample was divided (high and low) on eachcontingency variable, some further support was foundparticularlyamong the lower occupation subgroups Overall, there was sufficientevidence in a the preliminary investigation to warrant furtherresearch on the proposed theoretical ideas.

HISPANICS, THE MASS MEDIA, AND POLITICS:ASSIMILATION VS. PLURALISM Order No. DA84 10803Suertevi.Viui, FEDEPiiCo ANTONIO, PH D The University of WISCOrIVII -Madison, 1984. 357pp Supervisor- Professor John T. McNally

This work investigates whether, for a sample of 165 Mexicans, 125Puerto Ricans, and 110 Cubans in Chicago, (a) exposure to Hispanicand Anglo mass media is reflective of an assimilationist or a pluralistprocess, and (b) if exposure to such mass media influences politicalknowledgn of, and participation in, Am, -'can society. Of particularinterest is 'he analysis of similarities and differences in thosecommunication and political processes among the three Hispanicgroups in Chicago.

The independent variables are sex, age, proportion of years in theUS, education, English language reading ability, and Spanishlanguage reading ability. The dependent variables are (a) fourmeasures of exposure to Anglo mass media, (b) eight measure* Ofexposure to Hispanic mass mesia, (c) two measures of dependencyon Hispanic radio and TV for information about the Latino community,(d) an index of political knowledge, and (e) an index of politicalparticipation. Secondary analysis was performed, using hierarchicalregression, on data from a 1977 stratified cluster probability survey ofLatinos in Chicago.

The findings indicate that exposure to the media is often a functionof a combination of deferent variables for each Hispanic group, butthat there is a general assimilationist process in Latinos' increasedexposure to the Anglo rnsdia and diminished exposure to the Hispanicmedia.

The findings regarding political processes indicate that controllingfor the independent variables: (a) Hispanic and Anglo print mediahave sig&iicant positive influences on Puerto Ricans' politic.'knowledge; (b) Hispanic print media have a significant influence onthese Latinos' political participation; (c) the Anglo print media alsohave a significant influence on the political knowledge of Mexicansand Cuban's who are US citizens, but the Hispanic print media doesnot and (d) Hispanic radio has a positive influence only on thepolitical knowledge of Cubans who are US citizens.

CAPITALIST MODE OF COMMUNICATIONS,TELECOMMUNICATIONS UNDERDEVELOPMENT AND SELF.RELIANCE: AN INTERDISCIPLINARY APPROACH TOTELECOMMUNICATIONS HISTORY AND SATELLITEPLANNING ON A PAN-AFRICAN SCALE

Order No, DA8503372SY, DENIM JACOUES HAIM PH.D. Howard University, 1984. 638pp.

This dissertation adrfresses the following two fundamental issue::(1) To what extent is the underdevelopment of Black Africa'stelecommunications sector a consequence of telecommunicationsgrowth and expansion in the Western capitalist world, andparticularly, Western Europe? (2) Why are the presentteiecommunications planning strategies undertaken in the Africancountries inadequate? In order to tackle these issues, it is suggestedthat a single analytical framework base.' on historical materialismwhich includes a periodlzation of telecommunications history in pre-colonial, colonial and post-colonial times, Is the more appropriate veerto investigate telecommunications underdevelopment in Africa. Fourmajor conclusions are suggested by the study: (1) In pre-colonialtimes, the first revolutions in the art of transmission emerged in BlackPharaonic Egypt and in Black Africa through cave paintings, drumsconveying coded signals, and writing systems; (2) during the colonialperiod, telecommunications technology was primarily used as ameans for economic expansion and military subjugation; (3) the poet-colonial era is characterized by the Western multinationalcorporations' control of the national markets and the maintenance ofoutward oriented patterns of telecommunications traffic in BlackAfrica, (4) The telecommunications planning strategies implementedin Africa under the leadership of Western capitalism aggravate thecontinent's economic and technological dependency. It isrecommended that plans rooted in the unequal international divisionof labor must be completely revelled by the African countries if theywant to Achieve 84:Kip-economic and technological sellreliance.

THE ITV THRILLER: THE INTERACTION OF MEDIA

SYSTEMS AND POPULAR CULTURE Order No. DA8405452

TANKEL, JONATHAN DAVID, PK.D. The University of Wisconsin -

Madison, 1984. 270pp Supervisor Professor Don R. Le Duc

Television programming has been exchanged since the

beginnings of atonal television systems Through the nineteen-

fifties. the United States was the dominant exporter of television

programming to the world. Countries such as the United. Kir,gdom

also engaged in program exchange on a minor scale. American

program export was modeled on the export of theatrical motion

pictures in terms of rationale and mechanics. Exchange by the limbedKingdom was different in context and mechanics, especially theexport of programming by the companies of Independent Television,the advertiser-supported television service created in 1954. Throughthe nineteen-sixties, the major companies of Independent Televisionexported programs throughout the world, but the major emphasis wee

on penetration of the United States, both in network sales andsyndication. Associated TeleVision (ATV) was the leader in sales tothe United States through its American subsidiary, independentTelevision Corporation (ETC). ATV concenti ated on the late ofmusical variety series and film action series. The latter came to becalled ITV Thrillers. This thesis documents the production of the ITVThrillers by ITV, the subsequent export of those series to the UnitedStates, and the impact of that production/export on the domestiCaudience. In so doing, the thesis examines theories of internationalProgram flow as expressed by Shiller, Vans end Nordenstreng andJeremy Tunstalt. These scholars view international program flow as a"one-way street," from industrialized nations to the Third World. Byexamining the process of program exchange between twoindustrialized nations, the concept of a "mutual media advantage" isproposed as a modification of the generally accepted theory of

international program flow.

PATTERNS OF MASS MEDIA EXPOSURE AMONG ADULTS,MGM SCHOOL JUNIORS, AND SEVENTH GRADERS

Order No. DA8428306I WALKER, JAMES Rosser, PHA. The University of Iowa, 1984. 285pp.Supervisor: Professor Samuel L. Becker

The most common means of identifying mass media consumershas been by the use of demographic variables. In this study. ttresearcher used Q-type factor analyses to identify types of may amedia consumers. Separate 0-type factor analyses were run furexposure to seven mass media (television, motion picteres, rrecordings, newspapers, magazines, and books) ar xnosure to88 categories of content within these media. Separi IS see wererun for three groups of respondents (116 seventh r 107juniors, and 121 adults) located in the Waterloo, I

Analyses of exposure to the 86 categories of die contentidentified the following types: for the seventh grade... emaleReaders, Male Newspaper Readers, Male TV Watchers, FemaleNewspaper Readers, Upscale Country, General TV Watchers, MaleMovie Goers, and Non-News Readers: for the juniors, CableTelevision Watchers/Newspaper Avoiders, Newspaper Readers,Black Females, Adolescent Male Interests, Female Movie Goers, Non-Fiction TV Watchers. Female Adolescent Readers, and EntertainmentTelevision Watchers; and for the adults, NewspaperAvoider/Entertainment Watchers, Newspaper Readers, TVHomemakers, Young Male Movie Goers, Country Listeners, ActionEntertainment Watchers/Readers, Entertainment Watchers,Sports/Businesspersons, Upscale Readers, and Male TV Watchers.

Using demographic variables as independent variables, regressionanalyses were performed to identify the strongest predictors of thealms media factors produced by the Q-analyses. Sex and age werethe most frequent significant predictors.

Correlations were run between the factor scores for the massmedia content factors highest in violent content and perceivedviolence in society. These viv:e. compared to the correlationspr educed between twn individual media exposure variables (totallelevistcm exposure and exposure to violent television programs) andperceived violence in society. For the adults, the two mass mediafactors highest in violent content were more strongly correlated withperceived violence in society than were the individual mediavariables.

18

BEING INTHEBODY: A REFLECTION UPON AMERICANSELF-MEDICATION DRUG ADVERTISING

Order No. 0 A842 3608WILCN, BARBARA. PH D The University of Iowa, 1984. 412pp.Supervisors. Professor Jarnes W Carey, Professor Donovan J. Oche

The primary purpose of this dissertation is to construct a broadoverview of the evolution of sell-medication drug advertising from177e through 1980 as it has emerged from the interacting forces ofthe drug and advertising industries, government regulators and theconsumer/public. A secondary purpose is to reflect upon thatconstruction in light of the critical theory of Ivan Illich and to relatethat reflection to the culturally bound e''erience of being inhe-bodyor embodiment.

The history of self .medication drug advertising illustrates theprocesses postulated by Illich's theory that in the course of modemlife the individual has become increasingly dependent on massproduced goods and services and increasingly less autonomous. Thedrug industry was seminal in combining the power cf increasinglypotent products and increasingly effective persuasive capabilities.Drug products were earliest of the medical and scientific advanceswhich have allowed humans increased control over the body Drugadvertising was the first to portray the body as an object to bemanaged, dominated and controlled. If, as philosophers contenci, thehuman is always in a balance between being and having a body, thehistory presented hers suggests that in the realm of drug advertisingduring the 20th century there has been a bias in the direction ofpresenting the body as an object or possesion which one has.

HISTORY AND ANALYSIS OF MEDIA CONTROL IN IRELAND1923 1983 Order No. DA842 5150WOODMAN, KIERAN. PH.D. Southern Illinois University at Carbondale,1984. 469pp. Major Professor! Dr. Sharon Murphy

Revolutionary ideology makes few plans for the stable peace onwhich its activity is predicated. The Irish in the 1920s were aloneresponsible for the conditions that would determine the quality of lifethat political freedom now made possible. Social control was, andcontinued to be, the dominant consideration. In exercising the rightsof free citizens it became the policy of church and state to curtail theirenjoyment on the fearful grounds that their expioitaticn might lead toabuse. First, for moral reasons, then, for political purposes, freedomof expression was restricted by a form of censorship that was, withthe passage of time, to grow progressively indefensible asunderstanding deepened of the nature of man and the functioning ofhis institutions.

This work examines the moral, political and intellectual climate inwhich occurred the changing conditions that governedcommunications over the period. It portrays the statutory and societalmeasures that sought to control literary output and contemporarymedia performance. It presents an outline of the history ofgovernment intervention in the conduct of the national broadcastingservice's handling of news and features in general, and the .'eportingof events in Northern Ireland in particular. It considers theimplications of the redefinition of individual responsibility for moralactions as a result of new directions in theology taken by the Catholicchurch. It reviews the problems of reporting terrorist activities whicharise when government policy is at variance with the professionalobligations of the journalist to provide for an informed electorate.

To ,Determine the genesis and operationalization of moral andpolitic<iI censorship over the period recourse has been made to thoseorgans of public opinion which considered tta shaping of publicittrtuctes as part of their responsibilities. A contrastive history of thevigor of the prohibition on alleged indecent and obscene literatureand of the exclusion of political terrorists from the airways ts furtherreviewed by questionnaires and interviews. The church's newaffirmation of personal responsibility for choices is contrasted withthe limitations imposed on them by the government. In light ofincreases in range and improvements in diffusion, censorship, in'rMincl, it will be argued. contains wiedn it the elements that make itsdecomposition the inevitable outcume of its own effectiveness..

LIBERATORY EDUCATION cuRnicuLum IN TVPRODUCTION FOR INNER CITY YOUNG ADULTS

Order No. DA8501407ZACCA ROI, DENISE MARIE, PH.D. The Union for Experimenting College.and Universities, 1984. 32pp.

A curriculum for teachers of inner city young adults on theproduction of TV programs about community issues. This bookletdescribes liberatory education methodology and techniques forteachers and students to use video in order to analyze and reflect onthemselves and their community. It details a liberatory educationmethodology which allows students to think more critically about thesituation they are in and allows young adults to be involved in theissues of their community. It describes a learning process that opensup information which then allows students to transform the world tobenefit their lives.

This curriculum is designed for a semester class in beginning TVproduction leading to a completed TV program. It explains how tochoorie a topic and a styli for the production. It presents Items onewill need to teach this class and distribution outlets for the finished TVprogram.

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